Communication is King

Nearly a century ago, fans of the American comedy duo Abbott and Costello were made familiar with the popular “Who’s on First?” comedy routine they performed regularly. The premise of the sketch was that Abbott was trying to identify players on a baseball team for Costello, but their names and nicknames were interpreted as non-responsive answers to Costello’s questions. What’s interesting about this comedic back-and-forth exchange is that it was both right (both parties were correct in what they were saying) and absurd at the same time. That’s probably what makes it so funny, even to this day. And what it underscores now more than ever, is that communication is key in life – and in business. In fact, a recent study conducted by LinkedIn shows that the number one skill hiring managers are looking for is the ability to communicate effectively.

So what happens to your business when there’s a communication breakdown?

  • Basic tasks fall to the wayside
  • Schedules become disorganized
  • Roles and functions are not assigned
  • Salespeople and staff get frustrated and restless
  • Customers can feel neglected and lose interest

Why is communication important in business?

Every aspect of your company depends on effective communication. From internal communications to scouting for new business, interaction with someone else is a part of daily culture. Excellent business communication is crucial to maintain healthy workplace relations between the employer and employees. It is also just as necessary to create and maintain lasting relationships between company and clientele. 

Business communication skills include:

  • Verbal communication over the phone or in-person
  • Written communication via e-mail, chat, or text
  • Collaborating and working with a team for a common goal
  • Active listening and problem solving
  • Networking and negotiating

Regardless of the size of your business, you will benefit from assessing how your business communicates internally and externally. Here are a few steps you can take to improve your business communication for success.

Set Clear Goals and Expectations

If you have a clear vision of your goals, you are off to a great start. But it’s important to must communicate these goals in the best way so that all parties involved are on the same page and can carry out what is necessary to complete objectives. That way, everyone knows what’s expected from them and what challenges they may face along the way. Everyone will also understand what they are working towards which will improve overall work performance.

Build a More Dedicated Team

Open communication in the workplace will help create a more cohesive team that can flow from one project or challenge to the next. When employees feel like they are valued and that their opinion matters, they will contribute more and have a better attitude doing it. Increased efficiency and productivity will result. Also, if the team unit is secure, employees will become loyal not only to each other but to the company itself. They are less likely to jump ship when problems arise. If there is an issue, you already have the lines of communications open to put out the fires as the spark. 

Earn the Trust and Loyalty of Your Customers

The same goes for how you communicate with potential and existing clients. If you use effective communication strategies, you will earn their trust and loyalty over time. That means you must anticipate their needs and keep reaching out to them after the initial handshake or sale. Follow up to make sure they are still happy, and if not, find solutions to the various hiccups that can happen after an initial business transaction or decision. Companies who show clients that they understand them, know their needs, and want to help, are more successful every time. 

Improve Customer Service

There is nothing worse than getting negative feedback about your customer service. It only takes one of these unhappy experiences to turn a loyal client against a brand forever.  Be sure your team understands the importance of business communication in customer care. How they react and attempt to solve customer issues will directly impact the company positively, and just as easily affect it negatively. The truth is, so many companies fall short in this department due to poor communication on the company’s end. The best brands are those known to take care of their customers well after purchase.  

Ensure Transparency

Transparency and effective communication will help you manage customer expectations and reduce negative reviews by teaching you how to deal with angry customers and solve problems. The same goes for dealing with your employees. If you’re upfront and open, your staff and salespeople will be more likely to voice their unhappiness or concerns in certain situations that could otherwise bring down the entire team. In turn, they will be more inclined to trust upper management’s decisions in the future.

Sales strategy and effective marketing techniques may rule your business, but communication will always be king when it comes to success inside and outside your organization.

Why is Social Media Important in Sales


Being on social media has not only become part of the social norm, but we often use it to research companies, organizations, even people. We connect through social mediums more now than ever. We rely on social media to get information, discover new things and connect with people. It influences the way we interact, buy and sell.

With social media being integrated into our lives, we have the opportunity to reach others during every part of the day. When people wake up in the morning, they often check their phones. It’s also the last thing many do before going to bed. Whether our phones already had them downloaded when we received them or whether we downloaded them ourselves, we all have social media apps on our phones and are get notifications throughout the day on activity that pertains to us (unless we’ve changed our settings not to).

As sales professionals, social media has opened up a whole new world of networking options. Social Media gives us the opportunity to share with our network and the ability to reach millions. We are able to find new prospects, cultivate relationships and research company culture, discovering more about each other than ever before. It is a resource for networking and relationship building…but you only get out of it what you put in. You never know when one of your social media posts or a message to one of your contacts will turn into your next big account. If you aren’t on social media, you are missing out.

Some of the benefits of using social media for sales are:

  • It is less expensive than traditional advertising.
  • It can help to drive traffic to your website.
  • It enables you to monitor your online reputation.
  • You have the chance to get instant feedback from your customers and handle any problems that may arise.
  • Being on social media (& active on it) shows that you keep up with your industry.
  • Your message/content has the ability to reach more people than other methods of advertising.
  • It opens up the line of communication between you, your customers and prospective clients.
  • It allows you to nurture your current customer base.
  • It provides a place to forge a real relationship with prospective clients.
  • It gives you the opportunity to let others know who you are, bring humanity to your business.

Are you capitalizing on the opportunities that social media creates?

The Vernon Company is recognized as one of the largest and most successful promotional product firms in North America. Founded in 1902 by F.L. Vernon, we serve more than 40,000 customers from our Newton, Iowa corporate headquarters.

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